Understanding the 'Understand Phase' in Product Design Episode Summary

In this episode of the Product Design for Learning Podcast, host Greg Arthur speaks with Arash Mazanani, a dynamic learning leader from Aggreko, about the critical Understand Phase in product design, particularly in the context of learning solutions. They dive into the importance of this phase, which involves thoroughly exploring problems and defining requirements before moving into solution-building. Arash shares his insights on how to guide stakeholders, ask the right questions, and ensure that learning products meet both business objectives and employee needs.

Arash Rezeai-Mazanani Profile

Arash Rezeai-Mazanani is a learning professional with over a decade of experience in FTSE 100 and private equity companies. He specialises in leadership development, global transformation, and human-centred design. His approach centres on experimentation and disruptive thinking to create meaningful, business-aligned solutions that address employee challenges.

Key Take-Aways

• The Understand Phase serves as a North Star, helping guide teams by clarifying project goals and focusing efforts.
• Asking the right questions during this phase is critical to uncovering the real problem behind requests.
• Arash stresses the importance of curiosity and using techniques like the Toyota "5 Whys" to dig deep into stakeholders' needs.
• Starting with what people need to do rather than what they need to know ensures that learning solutions are practical and impactful.
• Stakeholder management is key: defining who should be involved and why helps streamline projects and avoid late-stage derailments.
• Don’t rush the Understand Phase; it's vital to get a comprehensive understanding before moving to the next phase.

Questions AskedWhat is the Instagram vs Reality version of your professional bio?

Arash explains how everyone has a "swanky" version of their job title but emphasises the daily challenges professionals face, including doubt and striving for improvement.

How would you summarise the Understand Phase and why is it important?

Arash describes the Understand Phase as a guiding force that provides direction and clarity. Without defining the problem, projects risk scope creep or lack of focus.

How do you approach vague project requests or specific demands?

Arash emphasises curiosity and asking lots of questions to really get to the heart of the problem. Understanding assumptions and the true drivers behind requests is essential.

What happens when stakeholders come in late to a project?

Arash advises avoiding this by ensuring key stakeholders are involved from the start. He shares strategies for addressing late-stage interventions if they occur.

How do you manage stakeholder expectations and involvement?

Arash discusses the importance of identifying stakeholders with clear roles and responsibilities. Keeping stakeholder groups tight helps avoid unnecessary delays and misalignment.

How do you ensure you’ve covered everything in the Understand Phase before moving forward?

Arash stresses the importance of asking whether all aspects of the problem have been fully explored, using the "think, feel, do" model to make sure no stone is left unturned.

How do you prevent people from jumping to solutions too early?

Arash suggests encouraging stakeholders to share all their ideas upfront, then parking those ideas until the appropriate phase. This allows for a more focused problem-solving approach.

What advice would you give to someone struggling with the Understand Phase?

Arash recommends staying curious, enjoying the journey, and making the Understand Phase a non-negotiable step in the process. He also highlights the value of defining metrics to know if a problem is real.

Chapters and Time Stamps[00:00] – Introduction to Arash Mazanani and Episode Overview[03:30] – The Importance of the Understand Phase in Product Design[05:04] – Arash’s Approach to Managing Project Requests[07:30] – Stakeholder Involvement and Common Pitfalls[10:04] – Handling Late Stakeholders in Projects[15:30] – Problem Definition: Challenges and Insights[20:49] – How to Know When to Move to the Next Phase[26:05] – Focusing on the “Do” in Think-Feel-Do[34:13] – Managing Early Solutions and Idea Overload[40:33] – Advice for Struggling with the Understand Phase[48:17] – How Long Should You Spend in the Understand Phase?About the Podcast

Product Design for Learning is a podcast dedicated to exploring the intersection of product design and learning. 

Each episode features experts who share their insights on creating effective learning experiences that align with both business goals and user needs. 

Hosted by Greg Arthur, the podcast covers topics like human-centred design, performance consulting, and leadership development in the corporate learning space.